brought to you by Tracksuit

Kit Kats Global Head of Marketing Shares what it really takes to build and protect an iconic global brand? In this season opener for Season 5 of That’s What I Call Marketing, Conor Byrne is joined by Wael Jabi, KitKats Global Head of Marketing at Nestlé, for a deep conversation about brand judgement, consistency, partnerships, and the decisions that quietly shape long-term growth. Wael’s career spans Leo Burnett, Procter &amp; Gamble, and Nestlé, and the discussion moves well beyond surface-level case studies. Together, they explore what KitKat teaches us about resisting reinvention, diagnosing the right marketing problems under pressure, and how major cultural platforms like Formula 1 can be used to express brand meaning rather than dilute it. This is a practical, reflective conversation for CMOs, brand leaders, and senior marketers who care about building brands that last not just chasing short-term performance.Topics covered include:<ul><li>Why most brands don’t need reinvention they need restraint</li><li>The marketing failure that taught Wael when price becomes the wrong answer</li><li>What KitKat gets right about consistency and memory structures</li><li>How to think about F1 and major sponsorships without losing brand meaning</li><li>Brand vs performance decisions under pressure</li><li>Why judgement matters more than tactics at senior levels</li></ul> 01:55 – Wael’s career path: agency to P&amp;G05:50 – Why advertising isn’t the most important thing09:40 – A pricing decision that went wrong14:20 – Diagnosing the wrong marketing problem18:40 – KitKat and brand consistency23:15 – “Breaks are broken” insight26:50 – Making iconic work at global scale30:20 – Formula 1 and partnerships34:50 – Showing up in your world vs theirs38:20 – Judgement under pressure41:00 – What’s next for KitKat Thanks to Tracksuit for their partnership with this episode, check out h<a href="about:blank" rel="noopener noreferrer" target="_blank">ttps://www.gotracksuit.com </a> to find out more about the always on brand tracking platform

S5 Ep1: What KitKat Gets Right About Attention, Breaks & Consistency with Wael Jabi

A review of the year with Tracksuit

Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from <a href="https://www.gotracksuit.com/us" rel="noopener noreferrer" target="_blank">Tracksuit</a>, Conor Byrne is joined by Dan and Jasper to look back at Tesla, American Eagle, Rhode, and Deliveroo, six to nine months after the noise. Not opinions. Not predictions. Just evidence of where attention turned into demand — and where it didn’t.Across very different categories, a consistent pattern emerges: “The campaign didn’t hurt sales — but the brand is weaker than it was.”In this episode, we explore:<ul><li>Why Tesla still dominates innovation perception but is leaking trust and preference in both the US and UK</li><li>How American Eagle’s controversial campaign held short-term revenue while brand fundamentals quietly eroded</li><li>What Rhode’s acquisition by e.l.f. gets right — and the brand risks that come with scaling distribution</li><li>Why Deliveroo, post-DoorDash acquisition, faces a preference problem in a category defined by low loyalty and easy switching</li></ul>This is a conversation is about thinking about long-term demand, pricing power, and resilience not just quarterly performance. If you care about the gap between being noticed and being chosen, this episode is for you. 02:40 – Tesla: innovation without reassurance11:40 – American Eagle: sales hold, brand weakens17:45 – Rhode: scaling without dilution23:05 – Deliveroo: preference in a default-driven category

The Singles: Don't Look Back In Anger 2025

brought to you by Red C Research

Which Christmas ads did Irish viewers love in 2025? In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights &amp; Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star testing platform. We analyse the biggest festive campaigns of the season, including:Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Home Store + More, M&amp;S, Woodie’s, Eason, Aldi, Amazon, and Coca-Cola. Across the episode we explore:• Why some Irish Christmas ads performed far better than expected• The surprising gap between marketer opinion vs consumer reaction• What emotional storytelling gets right and wrong at Christmas• How branding, memory structures and fluent devices shaped the rankings• Why consistency helped brands stand out• The role of humour, reality, nostalgia and AI in this year’s festive campaigns Whether you work in marketing, advertising, strategy, media, or creative, this deep dive into the best Christmas ads of the year reveals what truly resonates with audiences and what doesn’t. 🎄 Brands discussed: Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Woodie’s, Home Store + More, M&amp;S, Eason, Aldi, Amazon, Coca-Cola. 📍 CHAPTERS 03:03 The lowest ranked ads05:18 John Lewis debate emotional truth vs emotional fit07:41 Functional ads &amp; the problem of “sameness”13:28 Sea Swim: why it keeps winning hearts15:27 Sky Mobile &amp; the Roy Keane effect17:23 National Lottery: a new less fun direction21:25 An Post Tin: Man does the story need a new chapter?23:33 M&amp;S Food: when style overtakes substance26:20 Home Store + More the surprise hit27:56 Coca-Cola Holidays Are Coming (AI version)30:56 Dunnes Stores Shine Bright: the craft that endures32:50 Aldi &amp; Kevin the Carrot: did they need a 3 parter?36:00 Eason: an emotional standout38:56 Amazon: a global festive story returns41:54 Woodie’s crowned #1 in Ireland <a href="https://www.youtube.com/shorts/22prv5XcpSM" rel="noopener noreferrer" target="_blank">https://www.youtube.com/shorts/22prv5XcpSM</a>44:50 The panel’s all-time favourite Christmas ads Check out the Red Star Testing Platform <a href="https://redcresearch.com/product/red-star/" rel="noopener noreferrer" target="_blank">https://redcresearch.com/product/red-star/</a>

S4 Ep29: A Red Star Christmas 2025 - The Best Christmas Ads of 2025

The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity. Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challengers including Monzo, Revolut and Wise. Tracksuit data shows Barclays’ awareness remains high at 89%, but consideration and investigation are slipping — especially among 18–34s — as Monzo builds strength through simplicity, transparency and real-time product features. The team unpack why refer-a-friend programmes, user experience, and “is for people like me” perceptions are shifting the category. The third story looks at Movember and Rebel Sport in Australia, exploring how both brands use emotional connection, identity and community to drive engagement. With Rebel’s awareness falling from 79% to 75% and usage also declining, the team discusses why emotional relevance matters, how Rebel’s “Town Without Sport” campaign reframes sport as cultural belonging, and how Movember has evolved into a global identity brand around men’s wellbeing and shared participation through the iconic moustache. The episode closes with a debate about Coca-Cola’s AI-generated Christmas ad, the role of distinctive brand assets, and whether AI is truly “pushing the boundaries of creativity” or simply versioning existing ideas. Conor challenges Coke’s framing, while Dan and Jasper discuss industry reactions, production choices and early System1 results from this year’s work. Whether you're a brand leader, strategist, or marketer working across multiple markets, this month’s Singles offers grounded data, clear examples, and practical discussions shaped by Tracksuit’s real-time brand metrics.

The Singles Ep12: Netflix X Spotify, Monzo taking on Barclays, Rebel X Movember

First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include<ul><li>04:21 The Creative Process and Challenges</li><li>25:57 The Role of Music in the Ad</li><li>32:22 The Risk of Leaving Out the Pint</li><li>39:26 The Importance of Distinctive Assets</li><li>48:01 The Impact of the Ad Over Time</li><li>56:22 The Power of Creativity and Investment</li></ul>But there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:<ul><li>Mal Stevenson-Creative Director</li><li>John Kelly-Voiceover</li><li>Noel Byrne - Head of production</li><li>Margo Tracey- Producer</li><li>Mark Grehan/ Brendan Coyle – Account Director</li><li>Grainne O’Driscoll-Account Manager</li><li>Paddy Gibbons-Sound Mix</li><li>April Redmond - Diageo</li><li>Ronan Byrne - Diageo</li><li>Niamh Cribbin - Diageo</li><li>Paul Kelly - Diageo</li><li>Mark Ody - Diageo</li><li>Michael Ioakimides - Diageo</li><li>Charles Coase - Diageo</li></ul>

Re-Release - Making the Guinness Christmas Ad

CMO's Katherine Melchior Ray &amp; Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you <a href="https://www.gotracksuit.com/us" rel="noopener noreferrer" target="_blank">by Tracksuit</a>, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community! 02:35&nbsp;Katherine's Global Marketing Experience04:32&nbsp;Natalys Background and Contribution05:18&nbsp;The Power of Global Connections08:31&nbsp;Foundations of Marketing and Branding09:40&nbsp;Cultural Intelligence and AI Limitations10:31&nbsp;Localisation and Cultural Nuances15:14&nbsp;Organisational Attitude and Flexibility16:35&nbsp;Proximity Bias in Large Economies17:49&nbsp;Freedom Within a Frame Framework19:04&nbsp;Kit Kat's Global Strategy20:46&nbsp;Kerry Gold's Adaptation to US Market22:05&nbsp;Global Brand Consistency26:33&nbsp;The Impact of AI on Global Branding28:23&nbsp;Cultural Nuances in Marketing29:36&nbsp;Anecdotes and Lessons Learned Buy the book <a href="https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825" rel="noopener noreferrer" target="_blank">https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825</a>

S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly

When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people. In this conversation, Imen joins Conor at Intact House in Dublin to talk about the twists and leaps that built her career. She tells the story of the seven PowerPoint slides that convinced CEO Charles Brindamour to start The Intact Lab, an experiment that began with seven people and now employs over a thousand specialists in data, AI and customer experience.She explains what innovation really looks like inside a business built on managing risk. how you protect teams so they can experiment, why “failing fast” only works if you decide fast, and what it takes to turn ideas into impact. You’ll also hear how she applies the same mindset to marketing and why “Technology gives you speed. Storytelling gives you meaning.” As well as how the global Intact rebrand was “not a marketing project, but a company-wide one.” and why she believes creativity in insurance starts with culture, not slogans. It’s an honest, practical conversation about leadership, experimentation, and brand building from one of Canada’s most respected marketing executives recorded on the day the Intact name officially launched in Ireland, the UK and Europe 02:30 – Teaching people how to use a mouse (and falling in love with the internet)04:50 – Lessons from agency life at Cassette06:20 – The late-night call that brought her into insurance08:00 – Finding purpose in a data-driven industry09:45 – “I have an idea”: how The Intact Lab began10:50 – Protecting teams to innovate13:40 – The 30-day rule and rapid prototyping15:10 – “Fail fast” only works with fast decisions17:30 – Moving from Chief Digital Officer to CMO20:10 – Mentorship and learning from Anne Fortin23:00 – “Technology gives you speed. Storytelling gives you meaning.”24:40 – The founders’ story: building values before brand26:40 – Naming Intact and the red brackets27:30 – Rebranding RSA: “not a marketing project — a company-wide one”30:20 – Global consistency vs local freedom33:10 – When “witty” means different things in different markets37:00 – Building a household brand and resilient communities

S4 Ep27: Imen Zitouni, Intact's CMO on on Building a Brand That Travels

In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management. 02:30 OpenAI's New Brand Campaign03:23 AI Competitors and Market Penetration08:17 Emotional Advertising and Brand Loyalty13:25 Tylenol's PR Crisis and Brand Trust21:02 Ben Stiller's Entry into the Soft Drink Market29:16 Year-End Reflections <a href="https://www.gotracksuit.com" rel="noopener noreferrer" target="_blank">With thanks to Tracksuit</a>

The Singles takes on OpenAI, Tylenol & Stiller Soda

What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works. From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore: 👉 The real reason discounting destroys long-term value. 👉 Why profitability, not revenue, is the measure that matters. 👉 How brand equity lets companies charge 30% more — and why few marketers understand margins. 👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins. We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver. This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning. What You’ll LearnWhy pricing is the forgotten P — and marketers must reclaim it.The psychological and financial damage of endless promotions.What Nestlé’s portfolio clean-up reveals about focus and profit.How the marketing profession lost the plot on creativity and strategy.Why AI won’t kill marketing — it will expose who actually understands it.The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S. ⏱️ Episode Chapters 01:20 – Mark Ritson &amp; his return to Dublin 03:00 – Why sold-out events show poor pricing strategy 04:30 – The hidden cost of discounting and brand devaluation 07:00 – How Kellogg’s proves the power of price premium 08:30 – Profitability vs. revenue: what marketers forget 10:20 – Why marketers must be part of pricing decisions 12:30 – Nestlé’s new CEO and the art of brand consolidation 15:00 – The 80/20 rule and why most portfolios are bloated 17:00 – “Kill a brand, keep a customer”: cutting smart 20:00 – Marketing talent and the future of brand management 22:00 – Have we over-hyped creativity? 23:00 – The 4Ps and why product and price still dominate 25:00 – Why marketers stop learning after launch 26:30 – “Strategy is the orgasm of marketing” 28:00 – OpenAI’s ad: a masterclass in bad branding 30:30 – The branding chaos in AI tools 31:50 – The “Thirties” lens: long-term change, not next-year fads 34:00 – What AI really means for marketers 36:00 – Why strong brands will still win in an AI world 38:00 – Synthetic data and the future of perfect marketing plans 40:30 – Sydney Sweeney, American Eagle &amp; System1 scores 43:00 – Non-profits and the four Ps done right 46:00 – The Mini MBA sale &amp; Brave Bison partnership 49:00 – The U.S. expansion plan with Adweek 51:00 – How success proved his own theories right 52:00 – On Ireland, Guinness, and the art of the deal 55:00 – Why Ireland outsmarted everyone in the EU 56:30 – Why Ritson never preps a talk — and why it works <a href="https://www.gotracksuit.com/us" rel="noopener noreferrer" target="_blank">Find out more about Tracksuit </a>

S4 Ep26: Mark Ritson on The Biggest Mistakes Marketers Still Make & How to Stop

The Marketing Podcast

Conor Byrne hosts That's What I Call Marketing meeting some of the most incredible marketing minds in our industry, CMO's, founders and marketing leaders from across the globe, this podcast tackles the big issues facing marketers today, as well as providing inspiration by hearing the incredible stories marketing leaders share of their journey to the top.

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